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A Content Analysis of Popular Beauty Youtubers' Video Strategies East Tennessee State University Digital Commons @ East Tennessee State University Electronic Theses and Dissertations Student Works 5-2020 When Beauty is More Than Skin Deep: A Content Analysis of Popular Beauty YouTubers’ Video Strategies Kristen Jones East Tennessee State University Follow this and additional works at: https://dc.etsu.edu/etd Part of the Social Media Commons Recommended Citation Jones, Kristen, "When Beauty is More Than Skin Deep: A Content Analysis of Popular Beauty YouTubers’ Video Strategies" (2020). Electronic Theses and Dissertations. Paper 3716. https://dc.etsu.edu/etd/3716 This Thesis - unrestricted is brought to you for free and open access by the Student Works at Digital Commons @ East Tennessee State University. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Digital Commons @ East Tennessee State University. For more information, please contact [email protected]. When Beauty is More Than Skin Deep: A Content Analysis of Popular Beauty YouTubers’ Video Strategies ________________________ A thesis presented to the faculty of the Department of Media and Communication East Tennessee State University In partial fulfillment of the requirements for the degree Master of Arts in Brand and Media Strategy ______________________ by Kristen Jones May 2020 _____________________ Dr. Susan E. Waters, Chair Dr. Anthony Chase Mitchell Dr. Mildred Frances Perreault Keywords: YouTube, Beauty Influencer, Mediated Communication, Content Analysis, Parasocial Interaction Theory, Framing Theory ABSTRACT When Beauty is More Than Skin Deep: A Content Analysis of Popular Beauty YouTubers’ Video Strategies by Kristen Jones The beauty community on YouTube is a popular outlet for influencer generated video content. Beauty YouTubers provide their viewers with makeup-related videos from tutorials to the latest trends on the platform. As a result, the influencers have gained high subscriber counts that generate revenue through advertisements and brand partnerships. The influencers create relationships with their subscribers that lead to loyalty in the form of video views and merchandise purchasing. This study provides a content analysis of common characteristics within 10 popular beauty YouTubers’ videos examining the strategies used by the influencers. The top five videos from each beauty YouTuber were selected resulting in a total of 50 videos analyzed. Parasocial Interaction and Framing theories were the theoretical frameworks for this study. The results of this study indicated a series of commonly used characteristics within the most popular videos posted by the top beauty influencers on YouTube. 2 DEDICATION This study is dedicated to my husband, Eli Bare, who walks beside me through any challenge I might face. His love and compassion inspire and motivate me to be a better partner, student, and human being. Eli, thank you for your words of encouragement and never-ending support. Words cannot express my love and appreciation for you. 3 ACKNOWLEDGEMENTS It is with the upmost love and gratitude that I thank Dr. Susan Waters for her guidance throughout this thesis and my entire career at East Tennessee State University. Without her, this thesis would not have been possible. Her words of wisdom extend far beyond academic and I am thankful that she is a part of my life and academic career. The Department of Media and Communication is a better place with Dr. Susan Waters in it. To Dr. Anthony Chase Mitchell and Dr. Mildred Frances Perreault, my committee members, I am grateful for your assistance and recommendations throughout this academic process. Lastly, I would like to acknowledge the Department of Media and Communication for acting as a home away from home these past four years. I appreciate each faculty and staff member within the department that has assisted me along the way. 4 TABLE OF CONTENTS ABSTRACT ............................................................................................................................... 2 DEDICATION ............................................................................................................................ 3 ACKNOWLEDGEMENTS ........................................................................................................ 4 LIST OF TABLES ...................................................................................................................... 7 Chapter 1. Introduction ............................................................................................................ 9 Chapter 2. Literature Review ................................................................................................. 11 Mediated Communication Defined .................................................................................... 11 Social Media as a Mediated Communication ..................................................................... 12 The history of YouTube ................................................................................................ 13 Theoretical Framework ..................................................................................................... 14 Parasocial interaction theory .......................................................................................... 14 Framing theory .............................................................................................................. 17 The Influencers of Social Media ........................................................................................ 19 Micro-influencers .......................................................................................................... 19 Macro-influencers ......................................................................................................... 19 Unfluencers ................................................................................................................... 20 YouTubers .................................................................................................................... 21 The Beauty Community on Social Media .......................................................................... 22 Beauty influencers ......................................................................................................... 22 Brand partners ............................................................................................................... 24 Chapter 3. Method ................................................................................................................. 26 Content Analysis ............................................................................................................... 26 Selection of YouTubers ..................................................................................................... 26 YouTuber Biographies ...................................................................................................... 27 Jeffreestar ...................................................................................................................... 27 Jaclyn Hill ..................................................................................................................... 27 James Charles ................................................................................................................ 27 Laura Lee ...................................................................................................................... 27 Manny MUA ................................................................................................................. 28 Tati................................................................................................................................ 28 5 KathleenLights .............................................................................................................. 28 NikkieTutorials ............................................................................................................. 28 Jackie Aina .................................................................................................................... 29 Casey Holmes ............................................................................................................... 29 Initial Variables ................................................................................................................. 29 Levels of Analysis ............................................................................................................. 30 Video information ......................................................................................................... 31 Messaging technique ..................................................................................................... 32 Design technique ........................................................................................................... 33 Viewer engagement ....................................................................................................... 34 Intercoder Reliability ......................................................................................................... 35 Chapter 4. Results ................................................................................................................. 36 Chapter 5. Discussion ............................................................................................................ 48 Discussion of Findings .....................................................................................................
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